Hospitality giant Accor, whose hotel brands range from budget Ibis and HotelF1 to upmarket Raffles and Sofitel, has strengthened its content marketing relationship with Accenture Song, in an effort to drive scale and establish consistency in local and global marketing across its group.
The agency has been working with Accor’s marketing and content teams for almost four years, producing the group’s content in multiple countries in Europe.
It has now created the ‘Content Atelier’, a new data-driven content supply chain model that aims to create personalised, flexible, efficient and high-quality marketing and communications content on a global scale, across every customer touchpoint while reducing costs.
Spanning both physical and digital communications, the Content Atelier will be available to all Accor marketing professionals worldwide, enabling content production management from the initial brief to performance measurement and content optimisation.
The service has been developed with leading design principles and uses Accenture’s SynOps platform for marketing and content operations, while being integrated into Accor’s infrastructure.
Against a backdrop of changing guest expectations and global macroeconomic shifts, it is claimed that the Content Atelier’s data-led, generative AI approach will enable Accor brand marketers to focus on their most important activities, while aiming to increase the effectiveness of digital marketing programmes, drive more traffic to its branded website, and deliver exceptional customer experiences.
Accor operates over 40 hotel brands, with nearly 5,500 individual hotels, and more than 10,000 restaurants in over 110 countries. It has over 300,000 staff.
The company’s SVP of digital marketing and ecommerce, premium, midscale and economy brands Stéphanie Jaffré said: “Accor is committed to extending hospitality and inspiring new opportunities and experiences for our guests. So, it is crucial we have the right framework in place to reach our guests in the right way at the right time on the right channels, to inspire and support their travel needs and desires.
“Consumer attention is not agnostic, it spreads across multiple digital channels and we need be able to communicate with our guests on all relevant platforms, particularly at the research and inspiration stage of the customer journey.
“Hospitality is all about connecting with people and through our new digital content strategy we can better connect with, inspire and serve our guests.”
Accenture Song managing director Martial Viudes added: “Together with Accor, we have redesigned the experience for Accor marketing professionals, aiming to optimise efficiency on a global level and ensure locally relevant, ultra-personalised experiences for its guests.
“We are proud to support Accor in creating a new generation of content production, harnessing our deep industry, creative and technical expertise. The development of the Content Atelier serves each brand within the group according to their marketing ambitions, delivering bespoke and creative points of delight worldwide.”
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